Why Collect Feedback

What’s So Important About Customer Feedback?

Competition in the Meeting market is increasing daily, while both the size and number of meetings is shrinking - yet the typical hospitality organization does not have the ability or inclination to survey its customers to determine if its practices and level of care are on target. It is often said that it is seven times easier to keep an existing customer than it is to obtain a new customer. But if a customer has a bad experience, and they are not given a convenient tool to express their thoughts objectively, you are at risk of losing that customer (according to the TARP Institute, 26 of 27 customers who experience bad service don't complain). Research shows that there is a 95% chance that you will retain a complaining customer simply by listening to and responding to their complaint - even if you don't resolve the issue in their favor. Proper use of customer feedback is critical to giving you the edge that it takes to beat the competition.